Redkite shines light on impacts of childhood cancer via Slik
Redkite has launched a new brand awareness campaign that reveals the impacts of childhood cancer.
‘Childhood cancer affects everyone’ was created by creative agency Slik based on the insight that family members fight their own emotional, financial and relationship battles when their child gets cancer.
The campaign, which demonstrates the support Redkite provides to families facing childhood cancer, is centered on the family of a young boy, revealing each family member’s individual struggle with the diagnosis.
The 60-second TVC features the sister, mother, father and grandfather of the boy, showing the impacts of cancer through the lens of each. There are also four 30 second cuts of the TVC honing in on the individual experience of each family member.
The nation-wide campaign is also supported by radio, OOH, digital display and social media.
One of the OOH execution, feature the boy’s sister
Kate Levy, general manager of marketing and communications at Redkite said: “When a child is diagnosed with cancer, focus goes to the child’s ‘medical survival’ and so there is little focus on the ‘family’s survival’. This can have long-term impacts on mental health and wellbeing across the entire family. In this campaign, we wanted to say to every mum, dad, diagnosed child, sibling and grandparent that we see you and we’re here for you.
“Slik, Josh, Agnes Media and all the amazing people who have freely given their expertise for this campaign have beautifully brought to life the everyday struggles that families have in the face of a child’s cancer.”
Slik creative director Alex Schieder, added: “After reading through comments from affected family members that Redkite had collected over the years, we knew the story was lying right in front of us. Their thoughts and feelings are sad and often shocking, but are extremely powerful in helping others understand their experience. Our TVC captures those heartfelt moments and shows how every family member is affected by childhood cancer. We then used OOH and digital to focus on each family member’s unique thoughts and struggles to create cut-through and build awareness for Redkite.”
Director Josh Whiteman said: “I’m in awe of the incredible work Redkite do and am honoured to be involved in this new campaign. Working with the brilliant creative team at SLIK, our focus from the beginning has been on the simplest expression of how cancer affects children and those around them. Using the words of real Redkite families, we’ve hopefully conveyed the genuine support and sense of hope that Redkite brings.”
Credits
Redkite
CEO: Monique Keighery
General Manager of Marketing and Communications: Kate Levy
Social Worker: Anne-Mette Jensen
Slik
Creative Director: Alex Schieder
Executive Producer: Kyle Blandshard
Senior Copywriter: Sophia East
Production
Director: Josh Whiteman
Executive Producer: Jason Byrne
Photography
Michael Corridore from Photoplay
Sound
Noise International
Media
Agnes Media
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